Fredy is never wrong

Publicis sets a new cheese trap for EmmentalerFrom Monday, the world's most credible cheese expert will have his own show on all Swiss TV channels: "Alles Käse oder was?" is the name of the spectacle in which a white mouse called Fredy tries to convince viewers of the inimitable quality of the original Emmentaler. With this presentation, developed by the Zurich agency Publicis, the Bern-based variety organization and promoter Emmentaler Switzerland aims to impede or even stop the advance of foreign cheese copies. These have been forcing their way onto the Swiss market since the new Agriculture Act came into force. Furthermore, the TV show is intended to put the brakes on consumption, which traditional advertising has helped to attract, especially among a younger audience. Emmentaler Switzerland invests around three times more money in communication than the Swiss Cheese Union, which was responsible for promoting the original Emmentaler Emmentaler before the new agricultural legislation came into force. page 14